What Upsie does

Upsie, legally operated under AKKO LLC since a 2024 acquisition, is a direct-to-consumer subscription platform that sells extended protection plans for consumer electronics, appliances, and fitness equipment. Founded in 2015 by Clarence Bethea and headquartered in St. Paul, Minnesota, the company offers 12 category-specific warranty products covering smartphones, laptops, tablets, smartwatches, video gaming consoles, TVs, headphones, cameras, major appliances, fitness equipment (Peloton, NordicTrack), and outdoor power tools, with a flat $9.99/month universal smartphone subscription introduced in 2021. Customers purchase and manage coverage through upsie.com and native iOS and Android apps, with 24/7 online claims initiation, a 90-day full-refund cancellation window, and a curated network of independent repair partners executing physical fixes. The platform is differentiated by transparent terms, no receipt requirement for monthly plans, and pricing claimed to undercut retailer-offered plans by margins up to 900%.

Revenue is generated primarily through recurring monthly subscription fees (smartphone plans start at $7.99/month, universal smartphone subscription at $9.99/month), supplemented by an affiliate program via ShareAsale that pays partners 2%-10% commission on referred sales. The go-to-market is direct-to-consumer across owned digital channels, content marketing, organic social, earned media, and a strategic distribution partnership with AAA (American Automobile Association) that exposes Upsie protection plans to AAA's member base. The company has raised approximately $25M+ in venture capital across rounds led by True Ventures (2019 and 2021), with Samsung NEXT, Backstage Capital, and other regional VCs participating. In 2024, founder Clarence Bethea sold the company to AKKO LLC for nearly $30M and transitioned to Executive Chairman, with Will assuming the CEO role; operations remain U.S.-only, explicitly excluding Mexico, Canada, and U.S. territories.

Name

Upsie

Legal name

AKKO, LLC

Website

https://upsie.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Upsie is a direct-to-consumer subscription platform that sells affordable, transparent extended protection plans for consumer electronics, appliances, and fitness equipment to U.S. individual consumers, distributed via its website, iOS/Android apps, and an AAA member partnership.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Appliance Extended Warranty Services

NAICS

Other Personal and Household Goods Repair and Maintenance (811490)

akta.pro primary industry

Consumer Electronics & Mobile Device Protection Plans (FSAJALAH)

akta.pro secondary industries

Mobile Device Repair & Aftermarket Services (Repair, Parts, Insurance/Warranty) (CRACALAI), Consumer Device Repair Services (Phones, Tablets, PCs) (CRACAJAA)

Keywords

• Extended warranty services
• Device protection plans
• Consumer electronics warranty
• Appliance protection coverage
• Smartphone warranty plans

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Protection Plan Subscriptions: Upsie generates revenue primarily through monthly subscription plans for device protection. Customers pay recurring monthly fees for coverage of smartphones, laptops, appliances, and other electronics. The company offers subscription terms up to 4 years per device.
2. Affiliate Program: Upsie operates an affiliate program through ShareAsale, offering partners 2%-10% commission on sales referred through their platforms. The company also has a referral program for existing customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Upsie sells subscription-based extended warranty and protection plans for consumer electronics and household appliances directly to individual consumers through its website and iOS/Android mobile app. Plans are priced by monthly subscription (smartphones from $7.99/month, smartphone subscriptions $9.99/month) and cover mechanical/electrical defects and breakdowns for devices including smartphones, laptops, tablets, smartwatches, gaming consoles, TVs, major appliances, fitness equipment, cameras, headphones, and outdoor power tools. Customers can initiate claims 24/7 and access an independent repair network for service fulfillment.

Product overview

Upsie is a direct-to-consumer platform offering affordable warranty and protection plan subscriptions for consumer electronics and appliances. The product portfolio consists of category-specific protection plans covering smartphones (from $7.99/month), smartwatches, video gaming consoles, laptops and PCs, major appliances, TVs and home theater, tablets, headphones and speakers, cameras and lenses, fitness equipment (including Peloton, NordicTrack, Bowflex), and outdoor power tools. The company also offers a new Smartphone Subscription at $9.99/month and a companion mobile app for iOS and Android. An affiliate program via ShareAsale enables partners to earn commissions. All plans provide 24/7 claims initiation with real human support and feature a 90-day full refund cancellation policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Smartphone Protection Plans Monthly subscription warranty plans for smartphones covering device defects and mechanical/electrical malfunctions, priced from $7.99 per month, sold directly to individual consumers via the Upsie website and mobile app.
• Smartwatch Warranty Subscription protection plans for smartwatches covering mechanical and electrical defects, sold directly to consumers.
• Video Gaming Warranty Subscription protection plans for video gaming consoles and accessories covering defects and breakdowns.
• Laptop & PC Warranty Extended subscription protection plans for laptops and desktop computers covering hardware failures, sold directly to consumers.
• Major Appliance Protection Subscription warranty coverage for major home appliances such as refrigerators, washers, and dryers covering defects and breakdowns.
• TV & Home Theater Warranty Subscription protection plans for televisions and home theater systems covering defects and breakdowns.
• Tablet Protection Subscription warranty plans for tablets covering mechanical and electrical defects.
• Headphones & Speakers Protection Subscription protection plans for headphones, earbuds, and portable speakers from brands including Apple AirPods, Beats, Bose, Sony, and Samsung.
• Camera & Lens Protection Subscription warranty coverage for digital cameras, lenses, and video cameras from brands including Sony, Canon, Nikon, and GoPro.
• Fitness Equipment Protection Subscription protection plans for fitness equipment including treadmills, exercise bikes (Peloton, NordicTrack), ellipticals, rowing machines, and home gyms.
• Outdoor & Tools Protection Subscription warranty plans for outdoor power tools, lawn mowers, grills, generators, chainsaws, and snow blowers.
• Smartphone Subscriptions Flat-rate monthly subscription service protecting nearly any phone for $9.99 per month, regardless of device value up to category-specific maximums.
• Upsie Mobile App Mobile application for iOS and Android that lets users shop and buy protection plans, access purchased plans, upload receipts, view coverage details, and initiate claims.

Quantifiable outcome

• Devices can be protected within 4 years of purchase with no receipt required
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core, major and minor.

• Techstars / TargetcoreStrategic or Co-development Partner · 25 July 2017Upsie was selected for the Techstars Retail Accelerator in partnership with Target Corporation, providing mentorship, resources, and investment.
• AAA (American Automobile Association)majorGTM or Marketing PartnerPartnership to provide Upsie protection plans to AAA members. AAA endorsed Upsie as a trusted protection plan provider for their members.
• ShareAsaleminorChannel Partner/ Reseller/ DistributorAffiliate marketing platform through which Upsie manages its affiliate program, enabling partners to earn commissions on referred sales.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Asurion: Asurion is the largest U.S. provider of device protection and tech support services, offering extended warranties and accidental damage coverage through carriers and retailers (Verizon, AT&T, T-Mobile, Amazon). It is comparable to Upsie because both sell device protection plans to consumers, though Asurion is embedded in carrier/retail point-of-sale while Upsie goes direct-to-consumer.
• Geek Squad (Best Buy): Geek Squad is Best Buy's in-house tech support and device protection arm, offering extended warranties bundled with electronics purchases at point-of-sale. It competes with Upsie for the same consumer mindshare on protection plans, but with the structural advantage of being attached to a major electronics retailer.
• AppleCare+: AppleCare+ is Apple's own extended warranty and accidental damage service, sold primarily at point-of-sale with the device. It is comparable to Upsie because it directly competes for the same smartphone, tablet, and laptop protection dollars, and represents the largest single-OEM warranty program in Upsie's addressable market.
• Allstate Protection Plans: Allstate Protection Plans is the division housing SquareTrade and related warranty businesses under Allstate Insurance. It is comparable to Upsie as a large-scale provider of consumer electronics and appliance extended warranties with insurance-carrier balance-sheet backing and broad retailer distribution.

Direct peers

• SquareTrade: SquareTrade (acquired by Allstate in 2017) sells extended warranties for consumer electronics, appliances, and smartphones directly to consumers online and through retailer partnerships (Walmart, Target, Amazon). It is one of the closest direct competitors to Upsie in category scope, pricing strategy, and D2C + retailer hybrid distribution.
• Mulberry: Mulberry offers product protection plans as an embedded add-on for e-commerce brands and retailers (e.g., Etsy, TaylorMade, Organifi). It is comparable to Upsie as a digital-first warranty provider targeting consumer goods, though Mulberry is more B2B/embedded and Upsie is more D2C.
• Worth Ave. Group: Worth Ave. Group provides extended warranties and accidental damage protection plans for consumer electronics directly to consumers and through partners. It is a direct competitor to Upsie in the same device categories (smartphones, laptops, tablets, appliances) with similar D2C and institutional sales motions.
• Clyde: Clyde is a product protection platform that enables D2C brands (e.g., Lull, Outer, Hims) to offer extended warranties and accidental damage coverage. It is comparable to Upsie because both sell consumer-facing device and product protection plans on a subscription basis, though Clyde is primarily an API/embedded solution for merchants.
• Extend: Extend is a product protection platform that partners with brands and retailers to offer extended warranties at point-of-sale, with a strong digital claims experience. It is comparable to Upsie as a modern, tech-enabled warranty provider serving similar device categories and consumers who want protection beyond manufacturer warranties.

Others

• AKKO LLC: AKKO LLC is the strategic acquirer of Upsie in 2024 and current parent company operating the platform. It is relevant as the parent/operator that now owns the Upsie brand and warranty programs, and as an adjacent device protection ecosystem that may share claims infrastructure, marketing, or distribution assets with Upsie going forward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/upsiehq
• Facebookfacebook.com/upsieapp
• Instagraminstagram.com/upsiehq
• LinkedInlinkedin.com/company/4816383

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds7 records

Investors28 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upsie